MATTE Projects Taps Joaquin Salim as Head of Creative

MATTE Projects has appointed Joaquin Salim as Head of Creative, a new role focused on advancing the agency’s creative vision across culture, design, brand, and entertainment. Joaquin joins from Anomaly, where he served as Group Creative Director, working across several Diageo brands including Don Julio and Johnnie Walker. Reporting to Neda Whitney, President and Managing Partner, and Matthew Rowean, CCO and Partner, Joaquin joined MATTE on October 1.

“What’s always interested me about MATTE is that the work doesn’t sit neatly in one box. It moves between culture, design, music, entertainment, art, and brand experiences, which is very much how I think about creativity,” said Joaquin. “There’s an amazing group of people here already, and I’m excited to build with them, make unexpected things, and see how far we can take it.”

“Joaquin’s track record is undeniable, but more than that, his creative DNA fits exactly where MATTE is heading as we keep building momentum,” said Matthew. “He brings a distinct edge that aligns perfectly with our ethos. He moves seamlessly between raw culture, high design, and visual storytelling, which is right in line with how we do things.”
With over a decade of high-impact agency tenure, Joaquin has held senior creative roles at powerhouse shops including Anomaly, Wieden+Kennedy, Droga5, and BBDO NY. Over the years, he’s spearheaded culture-shaping campaigns for global brands including The New York Times, Vans, Coca-Cola, Don Julio, LVMH, Expedia, and YouTube, while collaborating with visionary creators including Mike Mills, Darren Aronofsky, Neil Young, Willy Chavarría, and Little Simz.

His multidisciplinary work has earned top industry honors, including multiple Cannes Lions, D&AD, One Show, Clios, Webbies, and Effies, as well as recognition for his collaboration on Rawayana’s fifth studio album, ¿Quién trae las cornetas?, which won a Grammy Award in 2025. 

Born in Caracas, Venezuela, Joaquin began spray painting walls and creating artwork for local bands at age 15. He went on to study graphic design and earn a Master of Fine Arts, building a creative practice rooted in craft and visual storytelling. Beyond the agency world, Salim’s creative practice spans art, film, and music. 

As Head of Creative, Joaquin will steer creative direction across MATTE’s roster, leading integrated campaigns, brand experiences, and cultural projects.